lecture 9 - business model
DESCRIPTION
Lecture for EntrepreneurshipTRANSCRIPT
Learning Outcomes
1. What is a business model?
2. What is the importance of a business model?
3. What is a value chain?
4. What are the major components of a business model?
5. What is core competency?
What is a Business Model? Model: A model is a plan or diagram that is used to make or describe something. Business Model A firm’s business model is its plan or diagram for how it competes, uses its resources, structures its relationships, interfaces with customers, and creates value to sustain itself on the basis of the profits it generates. The term Business Model is used to include all the activities that define how a firm competes in the marketplace.
Dell’s Business Model 1. It’s important to understand that a firm’s business model
takes it beyond its own boundaries.
2. Almost all firms partner with others to make their business models work.
3. In Dell’s case, it needs the cooperation of its suppliers, customers, and many others to make its business model possible.
Traditional manufacturer e.g. HP or IBM Dell
Obtains subcomponents from suppliers
Forecasts demand
Makes basic components
Assembles complete PC
Stores PCs in warehouse
Ships PCs to retailer
PCs sit on retailer’s shelf until sold
In hands of consumer
Customer places order via phone or internet
Contract manufacturers instantly view order information and ship component parts
Dell assembles computers from component parts as they arrive and maintains customer relationship
Computer is shipped DIRECT to customer via UPS or FedEx
In hands of consumer
The Importance of Business Models
Having a clearly articulated business model is important because it does the following:
1. Serves as an ongoing extension of feasibility analysis. A business model continually asks the question, “Does the business make sense?”
2. Focuses attention on how all the elements of a business fit together and how they constitute a working whole.
3. Describes why the network of participants needed to make a business idea viable are willing to work together.
4. Articulates a company’s core logic to all stakeholders, including all employees.
Diversity of Business Models
There is no standard business model, no hard and fast rules that dictate how a firm in a particular industry should compete.
In fact, it is dangerous for the entrepreneur launching a new venture to assume that the venture can be successful by simply copying the business model of another firm even if that other firm is the industry leader.
There are always opportunities for business model innovation.
How Business Models Emerge
The Value Chain
The value chain is the string of activities that moves a product from the raw material stage, through manufacturing and distribution, and ultimately to the end user.
By studying a product’s or service’s value chain, an organisation can identify ways to create additional value and assess whether it has the means to do so.
Value chain analysis is also helpful in identifying opportunities for new businesses and in understanding how business models emerge.
Four Components of a Business Model
Core Strategy
1. Business mission 2. Product/market scope 3. Basis for differentiation
Strategic Resources
1. Core competencies 2. Strategic assets
Partnership Network
1. Suppliers 2. Partners 3. Other key relationships
Customer Interface
1. Target customer 2. Fulfilment and support 3. Pricing structure
1. Core Strategy
The first component of a business model is the core strategy which describes how a firm competes relative to its competitors.
Business mission: A firm’s mission, or mission statement, describes why it exists and what its business model is supposed to accomplish.
Product/market scope: A company’s product/market scope defines the products and markets on which it will concentrate.
Basis for differentiation: It is important that a new venture differentiate itself from its competitors in some way that is important to its customers. If a new firm’s products or services aren’t different from those of its competitors, why should anyone try them?
2. Strategic Resources
A firm is not able to implement a strategy without resources, so the resources a firm has, affects its business model substantially. For a new venture, its strategic resources may initially be limited to the competencies of its founders, the opportunity they have identified, and the unique way they plan to serve their market. Core competencies: A core competency is a resource or capability that serves as a source of a firm’s competitive advantage. Examples include Sony’s competence in miniaturization and Dell’s competence in supply chain management. Strategic assets: Strategic assets are anything rare and valuable that a firm owns. They include plant and equipment, location, brands, patents, customer data, a highly qualified staff, and distinctive partnerships.
3. Partnership Network
A firm’s partnership network is the third component of a business model. New ventures, in particular, typically do not have the resources to perform key roles.
In most cases, a business does not want to do everything itself because the majority of tasks needed to build a product or deliver a service are not core to a company’s competitive advantage.
Suppliers: A supplier is a company that provides parts or services to another company. Intel is Dell’s primary supplier for computer chips, for example.
Other key relationships: Firms partner with other companies to make their business models work. An entrepreneur’s ability to launch a firm that achieves a competitive advantage may hinge as much on the skills of the partners as on the skills within the firm itself.
The Most Common Types of Business Partnerships
1. Joint venture: An entity created by two or more firms pooling a portion of their resources to create a separate, jointly owned organization.
2. Network: A hub-and-wheel configuration with a local firm at the hub organizing the interdependencies of a complex array of firms.
3. Strategic alliance: An arrangement between two or more firms that establishes an exchange relationship but has no joint ownership involved.
4. Trade associations: Organizations (typically non-profit) that are formed by firms in the same industry to collect and disseminate trade information, offer legal and technical advice, furnish industry-related training and provide a platform for collective lobbying.
4. Customer Interface
The way a firm interacts with its customer hinges on how it chooses to compete. For example, www.amazon.com sells books over the Internet while Barnes & Noble sells through its traditional bookstores and online. Target market: A firm’s target market is the limited group of individuals or businesses that it goes after or tries to appeal to. Fulfilment and support: Fulfilment and support describes the way a firm’s product or service reaches it customers. It also refers to the channels a company uses and what level of customer support it provides. Pricing structure: The third element of a company’s customer interface is its pricing structure. Pricing models vary, depending on a firm’s target market and its pricing philosophy.
Setting a price that is right for your product or service is one of the most important element of the business strategy. Charging too high or too low will seriously impact on your business growth and success. Make sure that the price and sales levels you set will allow your business to be profitable. Pricing also position you in the market against your competitors.
Pricing Strategy
Knowing the difference between cost and value can increase profitability: 1. The cost of your product or service is the amount
you spend to produce it.
2. The price is your financial reward for providing the product or service.
3. The value is what your customer believes the product or service is worth to them.
Differentiating Between Cost and Value
In order to maximise your profitability, you need to find out:
1. What benefits your customers gain from using your product or service?
2. The criteria your customers use for buying decisions - for example, speed of delivery, convenience or reliability?
3. What value your customers place on receiving the benefits you provide?
In Conclusion
1. It is very useful for a new venture to look at itself in a holistic manner and understand that it must construct an effective Business Model to be successful.
2. Close attention to each of the primary elements of a firm’s Business Model is essential for a new venture’s success.